Chevrolet, the Detroit automotive brand that has permeated the heart of American culture, recently celebrated its centennial on November 3. The birthday comes in the midst of a transformation for Chevy’s parent company, General Motors, as the automaker attempts to rally from its bailout-era woes and stay relevant in a global industry.
GE announced October sales of 186,895 vehicles, up 2 percent from last year’s figures. Don Johnson, GM’s Vice President of U.S. Sales Operations, credited Chevy specifically for the company’s increased revenue.
“Chevrolet led the way for GM in October driven by the continued success of the Cruze and Equinox,” Johnson said in the company’s monthly conference call. “Chevrolet, Buick, Cadillac and GMC have all performed well this year, which has set the stage for our transition to a higher mix of 2012 model-year vehicles.”
Chevy currently makes 17 total cars, crossovers, SUVs, and trucks. Some models, like the Cruze and the hybrid electric Volt, have hit the market in the past few years. There also remain the staples of the brand, like the Malibu, Camaro or Corvette, which continue to solidify GM’s presence as a mainstay in the nation’s rich automotive history.
Junior marketing major Justin Worden associates a sense of American values with the company.
“When I think of Chevy, all I think about is ‘Like a Rock,'” Worden said. “It was from a time when America was all about trying to find stability. It was also big on implementing SUVs and pick-up trucks in the time when America wanted everything bigger and better.”
But some students also feel the time of “baseball, hot dogs, apple pie, and Chevrolet” has passed, and the company can’t rely solely on its patriotic connections to fuel success. Junior environmental science and policy major Erik Wengle focuses on the sustainability of different car brands, and how Chevy measures up to some of its competitors.
“Chevy is definitely at the forefront of American auto manufacturers in terms of environmental consideration, but they are still behind the rest of the world,” Wengle said. “The material for cars often comes from around the world, increasing transportation pollution and costs in order to make the product cheaper.”
Wengle said Chevy could do more in coming years to establish itself as a viable supporter of the environment. Regardless, the company’s 100th birthday is a testament to its ability to remain an attractive choice for American car buyers.